Influence of Marketing Strategies on the Adoption of Medical Devices Innovations Among Hospitals in Kenya

Abstract

This study aimed to ascertain the marketing strategies used by medical device firms in Kenya and determine the effect of these strategies on the adoption of these medical devices by healthcare providers. The study utilized marketing strategies adopted from Miles and Snow typology of organization strategy (Miles & Snow, 1978), Ansoff Growth model strategies (Ansoff, 1957), and the Marketing mix theory (Baker, 2012) to evaluate the marketing strategies utilized by medical device firms and their effect on the adoption of the firm’s products by the target customer. The study utilized a descriptive survey and targeted all the medical devices firms in Kenya that sell or distribute class 2 and 3 devices. Senior members of the sales and marketing teams completed questionnaires to provide information, which was then analyzed using descriptive statistics. The findings indicated that medical device firms in Kenya hugely adopt the marketing mix tools in their marketing campaigns and these strategies have significant impact on the adoption of the medical devices sold in the Kenyan market. Additionally, Miles and Snow Typology of organizational competitive strategies are also common among medical device firms in Kenya, these strategies of competition approach are similarly positive correlated to the probability of healthcare providers influenced into adopting a healthcare technology into routine healthcare provision. Contrary, Ansoff growth model strategies of market penetration and product development and diversification, are uncommon among medical devices firms and these set of strategies have a negative correlation to adoption of technologies in the healthcare field.